Strategy Director – AMVBBDO, United Kingdom
Over her career at BBDO, which spans both her native New York and London, Alaina has been fortunate enough to work on some of the U.K. and U.S.’s most iconic brands. She has repositioned beleaguered brands into beloved icons, transforming The National Lottery from a gambling brand to a worthy charitable cause and shifting Barbie from a disliked plastic doll to an admired role model.
She has since turned her strategic skill to the Mars Chocolate global business, where her passion for iconic brands led to crafting pop culture driven, insightful briefs for household names such as M&M’S, Snickers and TWIX, as well as an integral strategic member of the global Snickers and Dove / Galaxy Brand Boards. In addition, Alaina leads strategy on the essity FemCare business, where she turns her personal passion for women’s rights to the oft-overlooked sector of sanitary protection.